Domestic Sports Brand Enterprises Marketing "The Six Most"

From February 12th to February 28th, the Chinese Winter Olympic delegation launched a gold rush tour in Vancouver, Canada, and this half month is the first key node in the Olympic marketing plan of the 2009-2012 Olympic Games, Anta Olympic Games, Winter Olympic marketing.

During the four years of the complete Olympic cycle, Anta has a very close relationship with the Chinese Olympic Committee and the Chinese sports delegation, and enjoys up to 11 international sporting events.

In January 18th, XTEP announced that it would sell 100 million Hong Kong dollars to join the Premier League Bermingham football club to develop new products. From August 2010 to May 2015, Bermingham players will be wearing the "BCFC- XTEP" robe in the Premier League's green field.

This is the first time that Chinese sports brands have been directly linked to world top football league matches.

As a senior partner of the Guangzhou Asian Games, 361 degrees has shifted its marketing focus to a series of publicity preparations related to the Guangzhou Asian Games since the second half of last year.

It is reported that during the upcoming June World Cup in South Africa, Li Ning Co will start the 20th anniversary major brand reconstruction campaign.

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After entering the "Post Olympic era", the enthusiasm of Chinese local sports brands for sports marketing has not diminished with the closing of the Beijing Olympic Games. The competition among major shoe companies around sports events resources has become increasingly fierce.

The essence of sports marketing boom is the rapid warming of China's sports industry.

At the recent meeting of the national sports directors, the head of the State Sports General Administration said that the opinions on accelerating the development of the sports industry have been approved by the State Council and are expected to be announced in the near future.

It is reported that this is the first policy document issued by the national level on sports industry, and sports events will become the main content of policy support.

In January 9th, with the theme of "sports industry, 2010 new climate", the 2010 China International Sports Industry Summit Forum was opened at Peking University.

This forum converged on the leaders of the production and economic circles at home and abroad, and the leaders of sports and media circles. The main topics of the forum include "sports new climate", "dissemination of new weather", and "can sports industry become an innovative growth point of national soft power?"

And other hot topics.

Since 2008, the national voice of "developing China's sports industry, moving from a sports power to a sports power" has been increasing. The government departments and the various sectors of the society have also increased the concern and input of China's sports industry.

Liu Fumin, director of the economic division of the State Sports General Administration, said: "China's sports industry has moved towards the fast lane".

Relevant statistics show that in 2009, China's sports goods manufacturing enterprises above Designated Size realized main business revenue of 64 billion 600 million yuan, and realized a total profit of 1 billion 975 million yuan, an increase of 56.90% over the same period last year.

Analysts believe that as the sunrise industry sports industry, there is still 10-20 times the growth of space, China's sports marketing will also be accompanied by maturity, sports marketing may become the biggest nugget point of sports industry.

Take the Guangzhou Asian Games held at the end of this year as an example. At present, the income index of the Guangzhou Asian Games sponsorship area has far exceeded the previous scale, 4.5 times the Asian Games in Doha and 3 times the Asian Games in Busan.

In 2010, international events gathered, Vancouver Winter Olympics, Xiamen International Marathon, South Africa World Cup, Guangzhou Asian Games and many other major events throughout the year, and 2010 was also known as the "Chinese year" of sports marketing.

Around sports marketing, the war between local sports brands is frequent.

We might as well look at this competition with a relaxed and entertaining mentality. In fact, "sword and shadow" actually conceals the different tactics of different brands in sports marketing. I will select some "best" and give a brief introduction to the readers.

The most gold content -- Lining

As early as 1990, Lining took the opportunity of the eleven Beijing Asian Games to sponsor the Chinese delegation.

Since then, Lining has accompanied the Chinese delegation for many times to win numerous wars.

In the 2008 Beijing Olympic Games, Lining held many of the most powerful and most concerned national teams, and the limelight was two.

In terms of the gold content of the sponsoring sports event group, Lining can no match.

　　最厚積薄發——安踏

The Chinese Olympic Committee, Anta's high-profile move in 2009, made the industry a shock.

Because, compared with the sports sponsorship projects of major sports brands before 2008, on the height, Anta is not as good as Lining; in depth, Anta is not as good as PEAK; in terms of breadth, Anta is still less than 361 degrees, XTEP and so on.

The Anta won the official cooperation rights of the Chinese Olympic Committee and was passed by the industry as "the largest sponsorship in the history of Chinese sports". No matter how expensive the cost is, at least the "strong alliance" case has immediate effect. On the second day when the two sides signed the contract, that is, in June 24, 2009, when Anta sports just opened, the stock price climbed more than 5%.

From 2009-2012 years, eleven international events are enough for Anta to enjoy.

　　最“玩世不恭”——特步

XTEP has never disguised her "playing heart" and has clearly carried the banner of the "fashion movement" brand.

Even in sports sponsorship, XTEP's entertainment spirit can be seen everywhere from CX to Xiamen International Marathon and to the signing of Premier League Bermingham club.

Especially with Bermingham's cooperation, XTEP's "gameplay" is more than just sponsoring several sets of clothes.

Behind the sponsorship fee of HK $100 million, XTEP will work together with Bermingham club to develop and produce the "befc-xtep" soccer exclusive sports equipment with fashionable sports characteristics. XTEP is also appointed as the exclusive supplier, publicity and promotion partner of "befc-xtep" brand sportswear in the UK, China (including Hongkong) and other countries.

On the afternoon of January 18, 2010, at a press conference announcing in-depth cooperation between XTEP and Bermingham club, XTEP President Ding Shuibo told hundreds of media reporters about the next stage of XTEP's brand operation mentality: "from 2010, XTEP will establish the brand tone of" sports as the core and fashion as the epitaxial packaging ", and as the world's first sport, soccer is one of the core sports we have established.

　　最面面俱到——361°

The 361 degree "net spreading" skill can be regarded as one of the best in the industry, from the diving area to the table tennis table, from the marathon race to the basketball court, from the Asian Olympic Council to the Guangzhou Asian Games.

361 degrees "more than one love" figure can be seen everywhere.

As a senior partner of the Guangzhou Asian Games, 361 degrees since last year, it has taken various measures to disseminate the Asian Games strategy and brand slogan in all directions.

In these initiatives, the "361 degree Asian road" motorcade is the most innovative and meaningful way to carry on the ancient Silk Road. The motorcade passes through many countries in Central Asia and plays a weightlifting role in the establishment and promotion of the 361 degree brand image.

In addition, 361 degrees also joined hands with the top designer of the global sportswear design field, the US KDU team to build up the Asian Games equipment, which will surely become a beautiful scenic spot in the Guangzhou Asian Games.

　　最“不浪費”——匹克

Since 2007, when PEAK reached an official strategic partnership with NBA and signed the Rockets' star Sean Battier, PEAK's sports marketing strategy has always been focused on NBA basketball resources: first, to strengthen product research and development capabilities, and release professional high-tech basketball shoes such as Battier I, II, III, IV, Artest I, II, Kidd I, II and so on, and enhance PEAK's brand image in the field of basketball. Two is to maximize the influence and appeal of NBA and its signing stars. A number of NBA stars have been held in China. PEAK has taken advantage of NBA, and has narrowed the distance from Chinese fans through a series of activities that are growing stronger and wider.

　　最出其不意——鴻星爾克

Since 2007, Hongxing Erke has fastened its brand positioning to tennis. At home and abroad, Hongxing Erke is often seen as "young, fashionable and sunny" in all major tennis tournaments.

Even in the annual Asian sporting goods exhibition held in Hongkong in 2009, Hongxing Erke also strengthened its brand image with rich and complete tennis products with rich science and technology elements.

In order to further enhance the brand influence, Hongxing Erke is also trying to get involved in other sports competitions in the net and digging many tennis events. For example, Chen Xiexia won the first gold of the Chinese Legion Beijing Olympic Games, and Hongxing Erke as the National Women's weightlifting team's assistant business also splendor. After the cooperation with the Korean Olympic Committee, the Korean national football team performed well. In June this year, the DPRK National team will be dressed in the battle jacket of Hongxing Erke to take the world cup in South Africa.

Compared to the intensive cultivation of tennis tournament resources, Hongxing Erke "investment" these two events can be described as "the most unexpected."